I haven't heard of it but I did google it and search it briefly. I can't really see a summary of his training philosophy, but I'm not a big fan of those who think everything your dog does that's "wrong" is a grab for dominance. Sometimes it is, for certain, but it's more than often just bad behavior being rewarded.
There's a very simple rule in dog (or people) behavior: any behavior that is reinforced will continue. While I don't think that all training techniques that use positive punishment are bad (there are real world consequences out there and I'd rather use an e-collar or a prong collar to proof a recall than have my dogs get hit by a car because they'd rather chase a rabbit than come for a treat), I dislike calling motivational training "bribery." It's not bribery any more than his magical collar (which just looks like a PC version of a prong collar, which I would personally rather use anyways) will be magically still work once the dog becomes collar savvy and learns to bolt once the collar is off.
Once again, any behavior that is reinforced will continue.